Mobile Content Management: The Edge of Customer Engagement

Where are todays’
netizens spending most of their time? How are they accessing their virtual
selves?

Deeper connectivity
and technological access have redefined lifestyle choices for modern-day netizens.
It has also impacted their purchase behaviours and influences. From day-to-day
activities to long-term plans: there is a solution to every problem online. Every
day, more and more people are being added to this vast network. People
themselves are contributing to the information pot, making self-service the most
reliable content practice of our age. To be at par with this new multi-channel brand of communication, content strategies are also changing. Automated content
needs more personalization, and that can be driven by content management
solutions.

It is understood
that mobile devices are largely personal assets, and a comfort zone for
individual users. Thus, personalization of content in apps is more effective.
Customer engagement can be performed on a variety of levels on app-based
platforms:

Social media
magnets like Facebook, Twitter, WhatsApp, and Snapchat are pooling in huge
budgets to make their respective user experiences more dynamic, responsive, and
visually appealing. But what makes these efforts more significant is: their focus
on one specific market segment—mobile and smartphone users.

Ecommerce
platforms have an average 60% share of mobile users in their purchases annually.
In the last three years, many ecommerce websites went to the extent of making
their products exclusive for mobile app purchases. Although with some initial hurdles,
the trend finally got the push.

Content management for mobile apps: areas to work on

Mobile apps take
digital personalization to the next level, invoking customers into
conversation. While such interactions engage the audience more deeply, they
delve deep into intrinsic behavioral patterns. It’s a win-win strategy. Such
personalization demands a lot of content—both qualitatively, and quantitatively—but
automation and flexibility are useful to survive in the competitive app market.

Each market has its unique set of challenges. For
mobile apps, it is no different.

1.Mobile devices (smartphone, tablets) have limitations when it comes
to functionality, and still act as substitutes for desktops. That is why ecommerce platforms lost the initial battle of mobile
app exclusivity. Internet users still deem conventional websites to be more dependable.
An app-only brand might miss out on engaging desktop users, and also lose a
section of app users due to lack of awareness.

2.Even after a decade into the commercial market, the mobile app
industry is still in its adolescence. Innovation in
mobile content management is more about blind experimentation and
trial-and-error formulas. Of course, studying and analyzing trends of billions
of customers at an individual level is hard—even with the advanced analytics
available today. Quality and relevance of content is also suffering from the
differences in capabilities of the various handheld devices in use.

3.Connectivity and memory constraints of mobile devices are
restraining advanced apps to reach their full potential. While streaming content can prevent unauthorized usage as well as remove
potential blockage of the device’s internal memory, it also compounds huge data
costs for the user. On the other hand, offline downloadable content is cost
effective, but blocks device memory, and makes phone operations slower and unsecure.

Lightning-fast
responsiveness and intelligent capabilities let technology bond with users. Advanced
content management systems must evolve to interact like organic people rather
than being robotic interfaces, especially when they are being employed to
garner relationships.

Author Bio:

Preethi Vagadia is
currently a Senior Business architect with the Service operations practice at a
well-known IT Industry in Bangalore. She has worked in several process
improvement projects involving multi-national teams for global customers. She
has over 8 years of experience in mortgage technology and has successfully
executed several projects in logistics management, logistics integration,
reverse logistics, media planning
software, and warranty software.